Email Marketing Myths

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Email marketing Myths

There are loads of best practice articles, whitepapers and blogs out there. Sometimes it gets confusing to see the truth from the myths. So i’m are going to dispel some of the myths for you.

“The subject line is most important thing for getting an open”

Actually no it isn’t, but it is an important factor that plays it’s part. There are actually other things to consider. Firstly, the biggest factor that determines if your email is opened, is actually the previous set of emails you sent to that subscriber. If they found nothing of relevance or value then they are likely to stop opening your emails no matter what you put in the subject line.

Secondly, it is often the ‘From Name’ used that has more influence, which is why we recommend using a ‘First name – company name’ combination which generally gets 20-25% more opens.

“10am on Wednesday is a great time to send email”

It might be this week, or in 2 months time, but the concept of a best time to send email is nonsense. By all means test this, but don’t expect your results to be too reliable or repeatable, especially as reader habits can change on a daily basis. Clearly avoid sending emails in the middle of the night, unless your target audience are Vampires, but don’t worry about scheduling emails for an optimum time. We recently analysed our data to see what times were the most effective with our clients. The results pointed towards a number of time slots appearing as more successful, however, it strongly depends on the nature of the email and the recipient.

“You cannot use the word FREE”

He is some FREE advice, yes you can! Junk mail filtering based upon keywords is very old hat now, so go ahead and use ‘free’ as much as you like.

“Gmail’s promotions tab is killing email marketing”

Research has shown it isn’t. Gmail implemented the promotions tab as a means of keeping some semblance of control with all the emails you receive. It helps a customer keep personal emails separate to commercial emails, making it easier to stay on top of everything. It’s probably had a small impact, but most people won’t notice anyway, and it certainly will reduce the amount of spam complaints as consumers no longer need to aggressively manage their email in the same way.

“You need to send more and less email”

There is always one person in the industry who insists it’s ok to send more and more emails, as it will increase the number of clicks you generate. That’s fine when measured in the short term, but in the long term you are going to fatigue your database. What makes this argument less convincing is when it comes from people who make money from sending more and more email campaigns.

Then there is another argument, that you need to send ‘less email’ – and this is often where you might be encountering junk issues at big providers like Hotmail and Yahoo. Be careful of this approach though, and consider if really that is going to help, or is it simply that you are on a shared IP with less desirable senders who are bringing you down? If thats the case, sending less email will actually do nothing to help.

“Deliverability is 100% down to your sending reputation”

If you are using a shared IP, your reputation is actually down to everyone else’s email as well. A good shared IP is great as it allows you to benefit from the reputation of other good senders. While a bad shared IP clearly leaves you with no hope of building a good reputation.

Thats why at Emailcenter we are very picky about who we work with to ensure when on a shared IP you are safe in the knowledge that you are sharing it with the very best.

Feel like I’ve missed something? Drop your question in the comment box or get in touch with one of our email experts today!

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.